Historical Newspapers of South Carolina

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Thursday, .Noveniker 20, 1930 vtcCOKM H K V/ tjaSbjNGER. MeCORMICK, South Cmrolinm. ~ Pace »Wn*nK*»r Chevrolet Company Announces New Low Priced Cars PRICE REDUCTIONS RANGE FROM $20.00 TO AS MUCH AS $40.09 DETROIT, Mich., Nov. 14.—Prices on the new Chevrolet line for 1931 as announced here today by Presi dent W. S. Ijg^udsen, range from $475 to $650 as against $495 to $685 fbr^the 1930 oar. , Price reductions range from $20 to as much as $40. A comparison of old and new prices follows: Change Model O. P. N. P. Roadster $495 $475 20 Sport Roadster _ . 515 495 20 Standard Coupe _ 565 535 30 5-Window C. —. . N. M. 545 Sport Coupe —. 615 575 %40 Coach 565 545 20 Standard Sedan _ 675 635 40 Special Sedan . - @85 650 35 In addition to the price changes in the passenger car line, Mr. Knudsen also announced reductions in the Chevrolet commercial car line^Bpie commercial chassis has iew price of >, and tlie Sedan Delivery $20 to a new price of $75. Chevrolet’s new car for 1931, priced substantially below current levels, goes on display today throughout the nation. Heralded as “The Great Ameri can Value,” the new c'ar boasts a two-inch increase in wheelbase, larger and roomier bodies by Fish er with mohair or broadcloth as optional trimming, and scores of refinements in • appearance and performance despite the new prices which bring the level for the 1931 car to a far lower figure than any jChevrolet, four or six, has ever <old. Dealers throughout' the United tates put the new models on exhi- Ibition this morning for the first time, nearly two months in ad vance of the customary date for the showing of the annual new v car. This move in advancing the an nouncement date, it was felt by Chevrolet officials, would render a distinct contribution to the cause general business revival by in traordinary activity dur- new car include a frame increased fifty per cent*in torsional strength, continuance of the gasoline tank in the rear away from the heat of the engine, and inclusion of a flame arrester in the air cleaner. The two-inch increase in wheel base has been utilized throughout the line to increase the roominess and comfort of the new bodies. Smart new Duco color combina tions, the addition of decorative body features and a head-on ap pearance extensively changed from the 1930 car combine to make the 1931 model decidedly finer in ap pearance than any of its predeces sors. The radiator has a larger cooling capacity this year, and is improved in both efficiency and appearance. A new treatment of the shell makes it appear much higher and the sides appear to have more curva ture. At the bottom of the shell is a black enameled beaded panel surrounding the starting crapk hole, which enters through the radiator instead of the splash pan as formerly. A chrome-plate tie-bar arches from fender to fender across the front of the radiator, and holds in position the parabolic chrome- plated head lamps, as well as the new and popular high-frequency vibrator horn, which is mounted this year just beneath the left head lamp. The splash guard which formerly extended horizontally from the bottom of the radiator now drops away vertically in the conventional manner. Front fenders have been raised slightly at the forward end to achieve a lighter and finer ap pearance, and the sweep of the rear fenders has been made; more pronounced. The hood is longer, with a high er crown in the upper panels. The side hood hinges have been raised to coincide with the body molding, and this molding is continued on through the hood at the hinge line, the molding being so designed that it conceals the hinges. There are more hood louvres this year, grouped on a raised panel toward the rear of tfie hood. The new Fisher bodies all have a raised belt line to emphasize the low appearance of the car achieved by the deeper side body panels, with their slight outward bulge. ing two normally dull business j Roof lines are improved by stream- months for the 200,000 people lining and by an increase in crown throughout United States who de fend directly upon Chevrolet for their livelihood. The nineteen domestic produc tion plants of the Chevrolet organ ization are now in full swing on the new model, according to W. S. Knudsen, president, and shipments are going out to dealers to assure immediate delivery of all models. Fundamentally the new model embodies the same basic featu/es which, since the introduction of the Chevrolet Six, enabled it to achieve a popularity exceeding Chevrolet’s former four cylinder model and four times as great as any other six cylinder car. How ever, scores of improvements and refinements have been made this year—every change designed to in crease the smartness, performance, safety or durability of this latest General Motors model. Among the improvements are a fully insulated front compartment, easier steering, more durable clutch, smoother and quieter trans mission, and liberal use of rustless chromium plate on exposed bright parts. Four Love joy hydraulic shock absorbers, and fully enclosed, weatherproof four-wheel brakes continue as standard equipment. Ih the line of nine body types are three open models—the road ster, phaeton and sport roadster, and six closed models—the coach, sedan, special sedan, the three- window coupe, the five-window coupe, and the sport coupe. All sport models come equipped With the new and popular chrome- plated radiator grille. All models have smart new wire wheels, with 4.75 by 19 tires, as standard equip ment. Hubs are very large, of the concealed bolt type, with hub caps of gleaming chromium plate set off by a black ring circling the Chevr rolet emblem in the center. Wheel finishes harmonize with the wide variety of body combinations. Head lamps and tail lamp are full chrome plated in the new car. Chrome plated parking lamps at tached to the cowl are standard equipment with all sport models, and the special sedan has front fenders with wells for the two spare wheels. The models equip ped with one extra wheel carry the spare in the rear. w #afety factors stressed in the at the front. An outstanding feature of the new bodies is the better vision made possible from the driver’s seat by slightly lowering the seat and raising the header bar which runs across the top of the wind shield. A further aid to clear vis ion for the driver is the new nar row stamped pillar at the ends of the windshield, which augments the safety provisions of the car. All body moldings are pressed integral with the body panels, thus eliminating all separately applied molding with their consequent dif ficulties. The drip molding also is pressed integral with the roof pan els. This method of construction eliminates the inevitable rust streaks which result when the molding is separately applied be cause the paint chips off at the connecting line. The running board is longer, and narrower at the front end. The running board aprons follow the contour of the body and appear to be a continuation of it. Corrugated rubber molded in position and ex tended over the rounded outside edges covers the pressed steel run ning board, and narrow chrome- plated molding covers all exposed edges. An improved rear end appear ance is achieved by a newly design ed panel concealing the rear cross member and the gas tank. The black enameled panel is set off by a large chrome plated filler cap on the tank. The combination rear lamp-and-stop-light is mounted on the left fender instead of the tire carrier as formerly, and the license plate is attached to a cross bar mounted just below the lamp bracket. The interiors of all bodies have been redesigned to take full ad vantage of the extra roominess provided by the two-inch increase in wheelbase. The result is a “big car” effect in the interior, just as the added sweep to the exterior body lines creates the impression of a considerably larger car than last year, / Such fine car features as assist cords, ash receivers, arm rests and silk roller curtains harmonizing with the interior trimmings may be found in various models in the line. deck to add to the "comfort of # the rumble seat passengers. The coach has a compartment for tools be neath the front floor to avoid dis turbing rear seat passengers. All closed models have the slanted non-glare windshield, the adjust able driver’s seat and other feat ures which have made Body by Fisher the hallmark of quality in the fine car field. Mohair or broad cloth trimming is optional with all closed models.. " All body hardware is newly de signed, narrower and neater in ap pearance. Chrome plate finishes the exterior hardware and nickel plate the interior. All rear doors and the left front door are locked this year simply,by slightly lifting the door handles instead of by snapping a separate lever. The drivers compartment offers extensive changes from last year’s car. Instruments are symetrically grouped on a panel set off by a raised head. Control buttons are black with white letters and white line rim on their faces. The steer ing wheel is three-spoke instead of four, affording better vision of the instrument panel, and the wheel is made of hard rubber molded on a strong steel frame in the manner of the costliest cars. The satin- black finish of the wheel lends a rich appearance to the front com partment. The hew steering machanism is of the worm and sector type, with a reduction ratio of 12:1 instead of 9.5:1 as formerly, assuring easier and surer control because of • the increased ratio and new high grade anti-friction bearings. All open and closed bodies have automatic windshield wipers this year, the mechanism so arranged that when the power is shut off the blade returns to the extreme position. TJie now famous fifty horse pow er valve-in-head six cylinder en gine which Chevrolet introduced in 1928 is retained in the new car in all its* fundamentals, although it has been refined for greater rigid- ity t smoothness and durability. Ribs added to the cylinder block achieve a 43 per cent increase in rigidity with only a one and one-half per cent increase in weight. The strength of the crankshaft has been increased by the addition of metal in the short arms, which results in greater engine smooth ness. The harmonic balancer, in troduced during the 1930 season, has been simplified in design for the more effective dampening out of vibration at the critical speed of the crankshaft. During the 1930 season a ring gear of high carbon steel for the first time was securely welded to the flywheel. This method of construction is continued in the new car, and minimizes the pos sibility of broken flywheel teeth and means better and easier en gagement of the starter pinion. Other improvements in the en gine include a redesigned clutch housing with the closure at the bottom effected through three sep arately removable pieces instead of one for easier access for adjust ment or inspection; cooler running and longer-lived spark plugs; a new rubber boot over the carbure tor accelerator pump to exclude water from’the pump cylinder and prevent freezing in cold weather; a new leak-proof valve rocker cover for the top of the engine; greater pressure of piston rings against the cylinder walls to assure more effective sealing against leaks; re designed valve push rods with the spherical socket made integral with the rod to eliminate the extra joint with its consequent possibility of wear and noise; an improved water pump for greater durability; valve springs of variable pitch, assuring tight closure of valves and elimin ation of spring vibration; a copper mesh air cleaner and flame arrest er instead of a centrifugal cleaner; and a new type crankcase ventil ator, combined with the oil filler and provided with an oil separator, which drains off engine fumes through the underpan instead of through the carburetor as former ly. Refinements in design contribute materially to smoother operation and longer life of the clutch. Mold ed clutch facings replace the wov en type; the clutch pilot bearing is now ball bearing instead of bronze bushing, and a spherical pivot re places the yoke bracket and pin at the clutch for mounting. The transmission case has been changed to secure greater rigidity and to permit access without re moval of the clutch housing. The use of nickel-molybdenum alloy All sport models have a larger rear]steel in the second speed counter shaft and sliding gears, carbonized to produce a very hard surface as-, sures maximum life and minimizes wear and breakage possibilities. With the lengthening of the wheelbase to 109 inches, more than two inches longer than last year, the frame has been redesigned, with increased metal applied at ad vantageous poi^s to effect great safety and rigidity. Side rails of the frame have been increased in section. Front and rerir cross mem bers and the lear engine support all have been changed to reduce stress and provide greater rigidity and safety. A sturdy stamped bracket extends outward from the frame jo support the body more ef fectively, and reduce frame stress es and body defiectirns. Other changes extend to the step hangar tie bar, the exhaust system, improved spring construc tion both front and rear, improved and redesigned self-adjusting spring shackles, a strengthened front axle and a lengthened third member Of the rear axle to com plement the increase in wheelbase, and redesigned rear spring seats with the “U” bolts reversed so that the bolts straddle the spring and se t parallel to the axle housing. This last-mentioned change elim inates rattles due to excessive wear. A new method of lubricat ing the spring seats also retards wear and prevents rattles. The cumulative effect of the im provements in the new model, which extend to every fundament al part of the chassis or body, mean a safer, longer lasting, bet ter performing, and very much smarter appearing car. This factor, coupled with the reduced prices, represents a product which promis es to prove one of the most popu lar cars in the history of the com T pany. Every change and new feature has met and survived innumer able tests before being incorporat ed in the 1931 car. Consistent with the established policy of “work ing two years ahead,” the Chevro let engineering department was at work on this new car before the public showing of last year’s mod el. Each one of the twenty major engineers has been at work on var ious units, oftentimes two or more engineers workng independently on the same* unit. Entirely apart from Chevrolet’s own engineers and designers there were further facilities for the de velopment of the car in the Gen eral Motors Research Laboratories, the most extensive project of its kind in the industry, and in the large corps of expert craftsmen of the Fisher Body organizaiton. The combined talent of these vast or ganizations has been brought to bear on the new 1931 Chevrolet that it might measure up to its slogan of “The Great American Value.*’ — The housewife who buys Govern ment-graded beef knows she is get ting what she expects. Uncle Sam’s official stamp shows both the class and grade of the beef, says the U. S. Department of Agriculture, which supervises this grading and stamping service. The classes of beef in order of excellence are steer and heifer beef, cow beef, stag beef, and bull beef; the offi cial grades, in order of excellence, are Prime, Choice, Good, Medium, Common, Cutter, and Low Cutter. Consumers in a community that is not now supplied with Govern ment-stamped beef may learn from dealers how such beef can be ob tained, says the Department of Agriculture. X A toll of from $50,000,000 to $100,- 000,000 is taken each year by the cattle grub, or heel fly. Stockmen, daii^men, feeders, butchers, pack ers, hide dealers, tanners, and manufacturers of leather goods are the losers, says the U. S. Depart ment of Agriculture. The depart ment has issued a new bulletin describing the damage done by this insect and giving methods for its control. Farmers’ Bulletin 1596-F, Cattle Grubs or Heel Flies with Suggestions for Their Control, can be obtained free from the Depart ment of Agriculture, Washington, D. C. txt Most everyone thinks the coun try has too many laws, but where’s the man who can’t suggest anoth er law that is needed. IXI Plenty of people who have a dip loma from the school of experience are still paying their back tuition with a high interest charge tacked on. LET HE MESSENGER DO YOUR JR PRINTING —00— —00— —00— We are prepared to do various kinds of job printing neatly and promptly and solicit your orders for Ruled Letterheads Typewriter Letterheads j / Noteheads Billheads : Statements ' Envelopes Posters • Circular Letters Folders i; Business Cards < j Visiting Cards Special Invoices Day Books Receipt Books v r j Tally Sheets Lumber Tallies ! ’1 . ■ . .1 3 Notes • ■ ' Chattel Mortgages '• Crop Mortgages And many other special forms of printing or rule work. Our prices are reasonable, and we guarantee satisfaction on every piece of work we do* ■ •• if’ \m 9 —00— ’ —00— —00— MeCORMICK, S. C.